Multi‐channel mistake: the demise of a successful retailer

Emerald - 2003
WilliamLightfoot1
1William Lightfoot is Director, MBA Program, at the International University of Monaco, Monaco.

Tóm tắt

Egghead Software, Inc. was a successful computer software and hardware multi‐channel retailer in the USA until the mid 1990s. Then, in 1998, they closed down their retail operations and Egghead Software, Inc. became Egghead.com – an eCommerce only retailer. This paper presents the key decisions, management changes, and environmental factors resulting in Egghead.com’s ultimate demise. Conclusions are made that can help retail and other sales channel managers and executives learn from Egghead’s mistakes, so that they can increase their market presence, strengthen their relationship with customers, and increase their power in the supply chain.

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